Develop and launch the Spotify Partner Program, a new monetization model that enables creators to earn from both advertising and Premium video consumption. The experience needed to make a fundamentally new model understandable: Premium audiences can watch eligible video without dynamic ads, while creators can still earn based on how much those fans stream their content.

Build a content strategy and product language that connected two distinct revenue models — ad revenue and premium video revenue — into a single, cohesive creator proposition. The strategy reframed an inherently complex monetization system around a simpler creator benefit: more ways to earn from the same content while delivering an experience tailored to the audience.

The Spotify Partner Program expands the ways creators can build sustainable businesses on Spotify by earning a 50% share of recognized revenue from eligible Spotify-monetized ads while also earning from Premium consumption of eligible video content. Spotify premium users also get an uninterrupted video experience, aligning creator monetization with a better fan experience.